‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
2023 marketing year in review: It’s been a good year for…
Marketing Week ReportersFrom a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing
Marketing Week ReportersIn the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
Why TikTok campaigns aren’t just for Christmas
Marketing Week PartnerWith the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.
‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
Dr Martens’ pricing power and UKTV’s rebrand: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Dr Martens’ price resiliency to UKTV uniting its streaming and linear offer under U, it’s been a busy week. Here is my take.
Is brand building the secret to solidifying the growth of private label?
Ian BurrellPrivate label products have been eating into the market share of branded labels for years now. It can be argued, though, retailers are not doing enough to solidify this trend by engaging with will make them stick around long-term: brand building.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
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Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
Three ways brand building is similar to compound interest
Johnny CorbettBrand building adds long-term value, enhances business impact, and gets better with creativity and commitment.
Our Future Marketing Leaders show the industry is in safe hands
Russell ParsonsMarketing Week editor-in-chief Russell Parsons explains how we selected our new list of the industry leaders of tomorrow, sponsored by Digitas.
Effectiveness ignorance has left American marketing lagging behind the rest of the world
Mark RitsonAmerica’s marketing influence is diminishing because of a failure to apply the concepts of effectiveness that have served marketers in other countries so well. All is not lost though, it’s time for the country’s marketers to come back and lead as they once did.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
Five things that will sway your chances of marketing investment
Andrew GeogheganAs a marketer, you can’t always control the variables that decide your budget, but understanding them enables you to make the best case for investment.
Why TikTok went into ‘professional mode’ to win B2B hearts
Marketing Week ReportersA LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
How HSBC unified the banking sector to fight domestic abuse
Marketing Week ReportersThe bank galvanised the wider financial sector to raise awareness of the damage caused by economic abuse, driving consideration in the process.
How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
How Mars got 75 billion impressions from people talking about Bounty
Marketing Week ReportersThe potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
How Tesco reached 42 million people on TikTok
Marketing Week ReportersSome 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.
How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
How ITV drove a 129% streaming subscription uplift
Marketing Week ReportersWhile the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
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Samuel JoyAll the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
